It is a mark of where advertising budgets are these days that even Oscar-nominated directors can be persuaded to take a break from their day jobs to help flog sportswear. Alejandro González Iñárritu, previously responsible for Babel, Amores Perros and 21 Grams is unlikely to look back on Nike's new Write the Future advert as one of the high points of his career, but he can at least be satisfied that it is among the better World Cup offerings to hit our screens so far. Not that the competition has been stiff, mind.
But whilst there are neat touches the advert does fall some way short of Nike's previous best efforts. It has neither the camp brilliance of Eric Cantona's "au revoir" before firing a shot through a devil's stomach, nor the simple lightheartedness of Brazil's footballers enjoying a kickabout in an airport terminal. It doesn't even have Cantona talking nonsense on a boat that's about to sink.
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